5 Ways to Expand Lead Nurturing Beyond the Inbox
JUNE 8, 2016
However, a more balanced, integrated nurture program – one that incorporates other communication channels – can help accelerate the lead lifecycle and improve demand generation ROI by maximizing the chances that your nurture message reaches its intended recipient. That’s not because email is going away any time soon. But direct mail doesn’t have to be a “batch” process.
Please Don’t Let Your Sales Reps Nurture Leads
OCTOBER 8, 2015
We talked a few months back and I gave you pricing on our solution and I just wondering if you have any needs currently where we could help?”. Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. talked to an account executive, got pricing, and told her I’d be in touch. question: at this point, what kind of lead am I? But no. Certainly not me.
7 Steps to a Successful Account-Based Marketing (ABM) Strategy
NOVEMBER 20, 2015
Predictive technology can help identify those accounts most likely to actually convert, independent of which accounts are simply on sales’ “hit list”. 2. In our experience, the most effective ABM campaigns share 4 common traits. Successful ABM campaigns typically are: • segmented – so that any and all communication is as relevant to an individual account and decision-maker/role as possible.
Is B2B Lead Generation Really This Difficult?
AUGUST 20, 2015
Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link. Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. Why is that? Here are my theories: 1. But therein lies the quandary.
Content Marketing Playbook: Strategy and Roadmap
cultivated every internal asset that could help them. outside help when needed. that’s proven to work—one we’ve refined after helping. that sports an audience of over 300,000 readers. “We want to try to help marketers first,” Fishkin says. If you can help people solve their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. emerge.
Does Creative Still Matter in B2B Marketing?
MAY 11, 2015
At our agency , we help clients clean up marketing data, develop segmentation strategies, and build compelling content because we know those are the minimum requirements every client needs to be effective. You see similar sentiments echoed throughout the marketing press. Marketers are no longer the “arts and crafts” people, we’re told. Sure, data rules the roost. List. 2. Offer. 3. Creative.
A Follow-Up Strategy for Content Syndication Leads
AUGUST 25, 2015
Please don’t hesitate to call or email me directly if I can help in any way. It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product.
Are Agencies the Future of Marketing Automation?
MARCH 3, 2015
In addition to supporting the resale and “renting” of their software via agencies, marketing automation vendors would do well to also support – in every sense – a healthy ecosystem of professional service partners: agencies, consultants, and similar firms, who may not aspire to selling more software, but can, in the end, help make marketing automation clients more successful.
How to Measure Email Success in 2015: A Call to ROI
JANUARY 13, 2015
Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working. No matter what your marketing resolutions this year – more content, better creative, etc. – no improvement matters if you can’t measure it. Nothing else really matters. Opens/Open Rate.
Content Methodology: A Best Practices Report
It also helps maintain relationships with vendors, agencies, and. suppliers, and can help facilitate corporate communications and build company culture. The studio helps unify the company around a. Ultimately, a strong content methodology can help get you there. and triggers, which will help inspire different content types and formats that can be. help address?
Is Marketing Automation Right for Every Company?
AUGUST 22, 2014
Some of those factors (as I discuss in the interview) include: • Lead Volume – the more sales leads your company generates, the greater chance that marketing automation can have a significant impact to your bottom line by helping convert more of those leads into opportunities and deals. Industry data tells us something different. That interview is now available as a free podcast.
29 Tips to Improve B2B Email Campaign Performance
SEPTEMBER 12, 2013
Sell the value of the offer by highlighting a relevant statistic or quote that can help tease the content and show value or added credibility. Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1. Include a text link at the top of the email to give the recipient the option to view the email in their browser. Not sure what to test?
Steal This Technique for Your Next Sales Email
JANUARY 9, 2015
is more effective than: “Call me to discuss how we can help.”. One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific. In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond. So, for example: “Click to download our free white paper”. Hey Dan, I know you’re busy. Thanks!
Is Technology Making Marketing Agencies Obsolete?
MAY 30, 2014
Here’s where I think today’s B2B marketing agency can best compete: • Helping clients get the most out of marketing technology. Helping clients achieve closed-loop demand generation. Over at the IDC Technology Marketing Blog , analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake?
5 New B2B Sales and Marketing Strategies
helps generate qualified leads, but moves customers through the buyer stages. marketing and sales leaders will help generate high-quality leads and maximize. come in from sales – without the help of marketing – close at a rate of 1.5%”. 4. We help B2B companies adapt, thrive and grow in their industry to become. 5 New B2B Sales and Marketing. Strategies. Overground. 2.
Why This Holiday Email Campaign Misses the Mark
NOVEMBER 24, 2015
Sure, they can be forgiven the holiday theme (gift boxes, fir trees, snowflakes and all) – their solution does ostensibly help online merchants increase sales during this busiest time of the year. It’s that time of year again, and B2B marketers everywhere are dusting off the usual holiday clichés in an attempt to weave good cheer into their demand generation campaigns.
What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon
OCTOBER 29, 2014
What makes Lattice different? (BK) Simply put, Lattice helps companies grow with data-driven marketing and sales applications that make complex data science easy to use. Brian Kardon is a respected marketing thought leader, a “Top 10 Global CMO,” and a seasoned executive with a 20-year track record of success. Even Salesforce announced their own Analytics cloud. We see it all around us.
Case Study: How One Tech Company Used Humor to Launch a New Brand
JULY 8, 2014
Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. We also believed that deprecatory humor would help inspire a connection between the company and its prospects.”. This presented a challenge. Sungard AS was simply announcing a brand. The results were startling.
Why is Inside Sales So Scared of Lead Nurturing?
APRIL 1, 2014
The client had only one BDR (Business Development Representative) but was generating a reasonable volume of leads with our help, so the decision was made to automate lead nurturing as a way of ensuring that every lead was responded to effectively and consistently, regardless of the BDR’s bandwidth on a given day. Once initiated, the steps are as follows: 1. Wait 2 weeks. 4. Wait 8 weeks. 7.
Staffing and Launching Your Content Marketing Program
to help you get that promotion. We want to try and help marketers. helpful to keep your goals focused on the audience you want to serve. helping people tell amazing stories instead of polluting the web with me- diocrity, and in the power of ditching intrusive advertising in favor of great. But while freelance resources can be a great help, it’s. Introduction 3 II.
Top 10 Demand Generation Resolutions for 2014
JANUARY 6, 2014
Segmenting your campaign into different target groups doesn’t have to mean entirely new creative; even a sentence or two can help an email be more relevant to an individual recipient. 8. It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Improve campaign measurement. Test more. How else do you know what worked and what didn’t?
Email Critique: Oracle/Eloqua Webcast Invite Needs Help
DECEMBER 3, 2013
The impact that Oracle’s acquisition of Eloqua will have on that company’s ability to compete effectively in the marketing automation space is fodder for debate. What is more clear, based on the Webcast invitation I received this week (below), is that it hasn’t done much for Eloqua’s own email marketing. Let me count the ways: 1. What does “Dominate Your Communications” mean? Who’s speaking?
Content Selling: How Sales Can Better Leverage Marketing Content
JUNE 18, 2013
KnowledgeTree answers that challenge by helping sales teams discover the right marketing content at the right time. In your view, does that flood of new content help or hinder the average salesperson? (DC) Content Marketing is a major weapon for marketers, but it hasn’t always translated into value in the selling process. Or, they’ll waste time looking for content.
5 Common Content Syndication Mistakes
JUNE 13, 2014
Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. And yet content syndication is no slam dunk. Here are 5 common mistakes that cause content syndication programs to underperform: 1. Excessive Use of Filters. Publishers and ad networks vary to the extent they allow you to filter leads.
Definitive Guide to Planning a New Content Initiative
THE DEFINITIVE GUIDE 1 THE DEFINITIVE GUIDE 2 Introduction For the last decade, DivvyHQ’s founders have been helping the world’s leading marketers. customers to help them think through their strategy and the realities of what it will take for. Business Goals: What outcomes does providing this content help us achieve? required to get some outsourced help? the “what”.
5 Reasons to Gate Lead Nurturing Content
OCTOBER 30, 2013
Progressive profiling is an ideal method for capturing both additional demographic data (company size, industry) to drive campaign segmentation, and behavioral data that can help identify hot leads. 4. Landing pages help drive further engagement. A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign.
Checklist: 5 Ways to Minimize Webinar No-Shows
JUNE 26, 2013
Social links are typically thought of as a way to extend the reach of your campaign, but in the context of Webinars, they can also serve a helpful reminder to the person who registers and also shares his/her plans to attend. First, a question. From a marketing perspective, does it matter if prospects actually attend Webinars once they register? First, let’s talk about “optimal” attendance.
Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora
FEBRUARY 11, 2014
The key is to do this in a new way – don’t just tell marketing where they’re falling short via diagnostic tools; instead, help marketing fix the problem. Paul Albright boasts a 30-year track record of success in Silicon Valley, including executive roles at companies such as Marketo, SuccessFactors, NetApp, and Informatica. How does your content compare to your competition?
Salesforce “State of Marketing” Report: Better Happy Than Good
MAY 3, 2016
related statistic that helps explain the massive jump in social marketing – Salesforce says that 80 percent of high-performing marketers plan to increase spending on social advertising, making it the third largest area reported for increased investment. You can download a copy of the report here (registration required.).
Study: How Much of Your Content Marketing Is Effective?
on non-audience-relevant sites in the hope of getting more con- tent out there and the vain hope of helping our SEO.” can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective?
Research Report: Lead Gen Not as Easy as Marketers Think
OCTOBER 20, 2014
Highlighted by the launch of Salesforce’s own analytics cloud , the current trend in marketing technology is clearly focused on helping marketers make smart decisions and build smarter campaigns. Predictive analytics and similar advancements will help close the gap. Just when did demand generation get this complicated? In reality, however, things aren’t quite so convoluted.
5 Tips for Successful Survey Campaigns
FEBRUARY 23, 2016
Presenting a cohesive, professional design helps (a tip: use of generic, non-branded online forms devalues both your survey and the prospect’s time). I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device. At first, the concept of “online seminars” was so novel that the topic of the event barely mattered. And so on.
Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.
DECEMBER 16, 2013
By way of context, I happen to work for a B2B marketing agency that helps clients generate, nurture, and convert sales leads. The point being made by the article’s author, Jill Stanek, was that Marketo’s acquisition enables that company to extend dynamic, personalized marketing conversations from their current domain (email campaigns) all the way to the Website. Fair enough. doubt it.
How the Answer to One Question Can Tell You How to Market Your Technology
FEBRUARY 18, 2014
Social media can play a key role in that it helps spread the word about a particular solution or problem. One of the first questions I ask any prospective technology client is the following: “Imagine your product on a spectrum. Which end of the spectrum are you closer to?”. How a company answers this question tells me a great deal about two things: 1.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
Would spending more money help? tools can help companies maximize their efficiency. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. But brands.
New Marketing Automation Buyer’s Guide Offers Valuable Advice
APRIL 16, 2014
TrustRadius , an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “ Buyer’s Guide to Marketing Automation Software.”. You can access the guide from the TrustRadius site here.). But don’t think the guide obsolete just yet. Most systems are very quick to deploy and easy to use.